Florida Company Becomes First-Ever Cannabis Sponsor Of Professional Pickleball

TALLAHASSEE, FL – One of the nation’s fastest growing sports now has its first official sponsor from the cannabis industry, Forbes reports.

Florida-based Trulieve Cannabis Corp.  announced a new partnership with professional pickleball.  The company will team up with the United Pickleball Association (UPA), parent company of the Carvana Pro Pickleball Tour (PPA Tour) and Major League Pickleball by Margaritaville (MLP).

Trulieve will sponsor 12 premier pickleball events in Arizona, Florida, and Georgia as part of an agreement that gives it status as an exclusive cannabis sponsor, and includes branding and digital integration.

“Pickleball is experiencing explosive growth across the country, and we are thrilled to partner with both the PPA Tour and Major League Pickleball to support the pickleball revolution,” said Trulieve’s Chief Executive Officer Kim Rivers. “As the exclusive cannabis sponsor of these select events, we look forward to connecting with athletes, educating spectators on the benefits of cannabis, and supporting the top players of the fastest-growing sport in America.”

Major League Pickleball is the leading team-based, coed pickleball league featuring nearly 100 players across 22 celebrity-owned teams. According to the 2024 Sports & Fitness Industry Association Topline Participation Report, about 13.6 million people now play the sport across the country.

“We are excited to welcome Trulieve as a partner for the PPA Tour and Major League Pickleball,” said Jacob Cohen, Vice President of Sales for the United Pickleball Association, the parent organization of the PPA Tour and MLP. “This is an innovative collaboration, and we are looking forward to working with Trulieve as both of us continue to grow rapidly.”

The announcement follows similar developments in other sports. Earlier this year, the Brooklyn Nets and the New York Liberty became the first NBA and WNBA teams to partner with a cannabis company. In major league baseball, the Kansas City Royals became the second team after the Cubs to partner with a cannabis company when they signed a deal with Pure Spectrum CBD, which produces hemp-derived cannabidiol products such as oils and gummies.  MLB also has a partnership with CBD brand Charlotte’s Web Holdings.

“We are fostering a broader awareness of how cannabis can serve as a resource for professional and amateur athletes alike, as well as those simply looking for a more natural approach to wellness,” said Gina Collins, Trulieve’s chief marketing officer. “Fun and engaging platforms like pickleball tournaments allow us to share knowledge and broaden perspectives around cannabis wellness.”

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